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Advertising Management
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Summary of the Profile
to provide students with the modern knowledge, skills, and abilities in advertising field enabling them to research, analyse and assess advertising and its strategies, tactics and activities responding rapidly and creatively to the constantly changing environment, as well as respecting professional and ethical performance standards while making relevant customer centric decisions.
Learning outcomes:
1. To apply fundamental and empirical research based latest knowledge of advertising and related fields, complexly and systematically identifying and assessing the theoretical and professional phenomena of advertising under conditions of uncertainty.
2. To identify complex and interdisciplinary problems of adverting and related fields, to recognize, select relevant and critically assess theories of adverting and related fields, empirical research findings and worldwide practices in different business contexts.
3. To initiate, plan and conduct independent scientific and (or) applied advertising research by developing research methodology, collecting, systemizing, analysing data and information critically assessing and interpreting research results.
4. To propose scientific research based innovative, complex advertising and related fields’ solutions assessing their outcomes, importance, and consequences on a global, local, organizational, and personal level.
5. To analyse and critically evaluate strategic, tactical, and operational decisions of advertising and related fields at the global, local, organizational, personal level, applying scientific research results.
6. To comprehensively plan and properly solve complex tasks in the field of advertising and related fields in a new and unknown environment.
7. To initiate and create innovative value-creating solutions in the field of advertising and related fields to achieve strategic, tactical, and operational goals at the global, local, organizational, personal level.
8. To work efficiently and creatively in a team and lead it, take responsibility, share knowledge, and cooperate solving problems.
9. To communicate with stakeholders smoothly, properly using professional language orally and in written, presenting research results and practical ideas, constructively discussing, defending opinion, consulting and (or) performing expert evaluation.
10. To demonstrate skills of critical, systematic, creative, and strategic thinking independently making decisions, understanding moral and social responsibility for one’s activities and its ethic consequences.
11. To demonstrate abilities of independent learning and continuous interdisciplinary and professional development.
Activities of teaching and learning:
Provision of information (explanation, illustration), using visual aids; explanation of cases in lectures; formulation, explanation and analysis of problem-oriented cases, issues and practical tasks; formulation, explanation and analysis of problem-oriented cases, issues and practical tasks; execution of practical tasks; analysis of written cases and examples; group discussion of seminar tasks; problem solving; discussion of tasks of independent analytical work; case analysis; moderation of case analysis; consulting; moderation of discussion, discussion; consultations; student work during preparation of written report and presentation; search for and analysis of information presented in periodicals, statistics reports etc.; analysis of scientific literature; oral selfreflection; preparation and presentation of a report; analysis of written cases and examples.
Methods of assessment of learning achievements:
Written assessment (during colloquium and examination); monitoring of debates; assessment of the progress of independent work preparation and presentation of its final report in written and orally; evaluation of preparation and presentation of problem-oriented cases; monitoring of execution of practical tasks; assessment of the Term paper report and the final oral presentation; assessment of the master's thesis preparation, presentation and defence.
Framework:
Study subjects (modules), practical training:
Scientific Research Methodology; Advertising Theory; Advertising Business; Theories of Advertising Psychology; Advertising communication strategies; Advertising ethics and social responsibility; Creative Strategies; Innovative advertising decisions; Advertising Campaign and Project Management; Term Paper I; Media planning and analysis; Term Paper II; Final Master Thesis.
Specialisations:
Optional courses:
18 ECTS for optional study field subjects (students choose from three blocks of subjects giving different competencies).
Distinctive features of a study programme:
The study programme is the specialized marketing knowledge deepening programme focused on the decision-making, application and evaluation of innovative advertising ideas. This programme provides well-matched and much-needed analytical and creative skills. It also provides opportunities to improve personal skills and abilities, management skills and abilities and knowledge aimed at sustainable development.
In 2021 Eduinversal ranked Master study programme Advertising Management as Number 40 Worldwide in Retail Sales Management & Business Development.
Access to professional activity or further study:
Access to professional activity:
Graduates of the study programme will be able to prepare and implement innovative and creative customer centric advertising strategies based on scientific knowledge, research, as well as local and global experience; to work as advertising managers and heads of advertising, communication, public relations departments in business companies and other organisations; advertising sales representative; advertising or communications strategist; foreign companies‘ advertising managers; specialists at in-house advertising, marketing, communication, public relations department; to offer consultancy service to organizations solving advertising problems; to establish private business effectively; work as hired consultants in business consulting firms or establish personal consulting firm or as journalist. The programme examines a variety of creative advertising strategies and tactics, as well as innovative solutions, content and experience marketing, and a variety of advertising psychology and business concepts. This combination allows to accumulate the knowledge and skills needed for a critical, creative and sustainable approach to advertising management in a complex and dynamic environment. Graduates of the study programme will also be able to pursue doctoral studies and conduct research.
